"17 franchise locations came together and they immediately began to see success!" Julie Dangler - Cox Account Manager |
| The Challenge | To increase brand awareness in the market and convert the mindset that Planet Beach is Tanning only. Increase sales in the market. |
| The Resource | Taking them through an MSM process, led us to a positioning statement for Planet Beach Contempo Spa in the Market: All of the Spa, Half of the Time and None of the Guilt! This process also brought the group together to re-instate their co-op and pull money together to a cohesive marketing effort with 17 out of the 20 locations! |
| The Idea | The following multi-media plan was constructed: 1.Mass media/Radio Commercials *Radio Endorsement with Phoebe for EDUCATION on 97X, Tampa’s New Rock Alternative *97X and on Magic 94.9 - :60 second strategic and tactical messaging to apply position statement and motivate the listener to respond 2. Interactive Website Elements Magic949.com and 97Xonline.com- * 3-4 Minute Video Spot Light with jock endorser on 97xonline.com and generic long form video on magic949.com * Online Elements with custom designed web page for audience EDUCATION * Lead Generation 3. Email Blasts *Facilitate Planet Beach database email blasts *Customized synonymous messaging |
| The Results | Increased sales through out the market- up from last year. Overall increased brand recognition as “more than tanning” and increase in all inclusive memberships. |
BEST PEOPLE + BEST PRODUCT ENVIRONMENT + BEST SOLUTIONS = BEST RESULTS
